The Alloy Franchise Playback offers not only operational support, but well-established processes that lead to success when followed diligently. Franchising offers a proven model to business ownership, but it’s also a system that demands discipline and trust in the processes and procedures established by the franchise. 

In a podcast episode, Rick Mayo, founder of Alloy Personal Training, and Rami Odeh, a multi-location franchise owner and consultant, explored how following the process—while learning from challenges—can set up a franchisee for long-term success. Below are key takeaways from the conversation, which underscore how the Alloy process, when followed with integrity, can overcome common pitfalls.

Trust the Process With A Franchise Playbook

The phrase “trust the process” may sound cliché, but as Rick and Rami emphasized, it holds real significance in the world of franchising. In Rami’s experience, when he stayed within the parameters of Alloy’s recommended process—whether in site selection, staffing, or daily operations—his franchise locations thrived. However, when he deviated, such as by using a non-franchise realtor, the consequences were evident: delays, missed opportunities, and even lost revenue.

In franchising, systems are developed over years of trial and error to ensure that new franchisees can replicate success in different markets. The temptation to “do it your way” can be strong, especially for seasoned entrepreneurs or those with specific expertise, but the key to success lies in trusting the established system.

Playbook Example 1: Site Selection Process

One of the most striking lessons shared by Rami was about real estate. When he opened his first Alloy location, he followed the exact process laid out by the franchise, using Alloy’s recommended vendors. The location was secured within four days, and the build-out was completed ahead of schedule. The gym’s pre-sale went smoothly, and they opened to a highly successful first day.

However, when Rami moved on to open a second location, he decided to use a personal friend and local realtor, thinking this would expedite the process. Unfortunately, this deviation from the established system led to an eight-month delay, and the deal ultimately fell through. The lesson was clear: sticking with the franchise-approved vendors is crucial for long-term success, as they understand the specific needs of fitness businesses and can navigate real estate markets efficiently.

Lesson Learned: Recognizing When To Pivot And Correct

One of the hardest lessons in business is knowing when to pivot. Rami admitted that one of his weaknesses was not pivoting quickly enough when things weren’t working. With his second location, after realizing that the non-franchise realtor wasn’t yielding results, he waited several months before switching back to the Alloy site selection approved process. This delayed the opening of his second location and resulted in lost revenue.

Playbook Example 2: Sustaining Momentum 

Suzanne Robb, Alloy’s COO, was instrumental in teaching this lesson. She reminded Rami that even when a franchise reaches its goals, the work isn’t over. By continuously applying pressure—whether through marketing or community engagement—a business can achieve sustained growth rather than settling into stagnation. It’s easier to maintain momentum than to reignite it once lost, which is why Alloy franchisees are encouraged in the franchise playbook to stay proactive even after meeting their initial goals.

Lesson Learned: Avoid Complacency: Never Take Your Foot Off the Gas

One of the most common mistakes new franchisees make is assuming that success will be automatic once they’ve had a strong launch. After opening his first location with a record-setting 156 pre-sold memberships, Rami admitted that he became complacent. His team stopped applying the same urgency they had during pre-sale and fell into the rhythm of operating the business rather than continuing to push for growth.

As a result, growth plateaued, and the gym remained stuck at 125-130 members for nearly a year. While this was still a profitable business, Rami acknowledged that they could have grown to 150 members or more had they kept up the same level of energy and marketing spend. The lesson? Even after an initial success, it’s essential to continue driving forward to reach the next level.

Playbook Example 3: Follow The Hiring And Staffing Procedures

 In the Alloy system, the head coach plays a crucial role as the face of the gym, working up to 30 hours a week and interacting closely with clients. A strong head coach not only delivers effective training sessions, but also sets the tone for the team. Rami’s experience of hiring someone based on a gut feeling rather than following the prescribed assessment process resulted in a poor fit and damaged the gym’s client retention.

Lesson Learned: Don’t Wait To Correct Hiring Decisions

Rami made a key mistake by relying on intuition rather than the Alloy-prescribed screening methods. He hired a head coach without using the “BestWork” assessment tool—a powerful screening tool Alloy provides to evaluate candidates’ suitability for key roles. Though the coach seemed perfect based on Rami’s initial impression, she struggled to keep up with the demands of the job, leading to retention problems and the eventual loss of 24 members in their first month. This highlighted the importance of following the system, even in areas where personal intuition might suggest otherwise.

To prevent this mistake in the future, Rami and the Alloy team adopted a probationary hiring model in the franchise playbook, allowing both parties to evaluate the fit before making a long-term commitment. By introducing new coaches gradually and providing a trial period, the team can ensure a smooth transition and maintain high retention rates.

Playbook Example 4: The Importance Of Continual Adaption, Improvement And Evolution

Even within the structure of a franchise, adaptability is crucial. Rick Mayo highlighted how Alloy continually evolves its process based on franchisee feedback and market conditions. Whether it’s refining their membership pricing models or adjusting their pre-sale strategies, Alloy remains committed to improving the system for its franchisees.

In this way, franchisees are encouraged to bring ideas to the table, share their experiences, and help evolve the system for the betterment of the entire franchise network. By fostering a culture of continuous improvement, Alloy ensures that their franchisees stay competitive and profitable in an ever-changing market.

Lesson Learned: Adoption Of A Sustainable Pricing and Marketing 

At one point, Alloy franchisees were offering a 30% discount for the first three months of membership, which led to strong initial sales but higher churn rates at the end of the promotion period. Based on feedback from franchisees, Alloy shifted to a “half-off” promotion that provided a more sustainable model, improving member retention and overall satisfaction. This willingness to adjust and optimize based on real-time feedback is a hallmark of successful franchises.

Playbook Example 5: The Power Of Collaboration And Community

One of the unique aspects of the Alloy franchise system is the community of franchisees who support and learn from each other. In the podcast, Rami emphasized how much value he has gained from the regular franchisee meetings, where owners share their successes, challenges, and insights. These gatherings help franchisees stay accountable and provide a wealth of knowledge that allows everyone to improve their operations.

Franchising is not a solo journey, and successful franchisees understand the importance of leveraging the collective experience of the network. By participating in these group calls and sharing ideas, Alloy franchisees can elevate their performance and overcome common challenges.

Lesson Learned: Inspire A Competitive Spirit and Shared Success 

In the Alloy community, a healthy sense of competition drives many franchisees to continually push for better results. By comparing performance metrics and learning from the best practices of top-performing locations, franchisees can identify areas for improvement in their own businesses. This collaborative spirit helps create a rising tide that lifts all ships, ensuring the long-term success of the franchise network as a whole.

Follow the Franchise Playbook for Success

The overarching message from Rick and Rami’s conversation is clear: success in franchising comes from following the Alloy franchise playbook. Alloy’s processes and systems have been refined through years of experience and is designed to help franchisees avoid common pitfalls and build profitable businesses. By trusting the process, avoiding complacency, pivoting quickly when needed, and collaborating with fellow franchisees, new owners can maximize their potential for success.

The lessons shared by Rami are not just relevant to Alloy franchisees but to anyone looking to succeed in a franchise model. Staying disciplined, using the tools provided, and learning from others’ experiences are all crucial elements in building a thriving franchise business.

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Podcast 260

 

  • Intro (00:00)
  • Transparency in franchising experiences (03:27)
  • First challenge: Deviating from Alloy’s real estate process (07:06)
  • Importance of following the franchise playbook (14:13)
  • Second challenge: Ignoring hiring best practices (17:06)
  • Third challenge: Taking the foot off the gas after initial success (28:29)
  • Value of franchise community and performance sharing (35:27)
  • Pivoting quickly when strategies aren’t working (40:22)
  • Pricing tiers across different markets (44:56)
  • Follow the play. It’s as simple as that (47:10)

Additional Resources:

Alejandra Madrid 

Rick Mayo

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